Centennial Barn Social Media Class - Week 3
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Centennial Barn Social Media Class - Week 3

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Powerpoint from July 12th

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Centennial Barn Social Media Class - Week 3 Centennial Barn Social Media Class - Week 3 Presentation Transcript

  • Class 3
      • Drives Traffic – engaging content encourages linking
      • Reputation Management – a great listening tool
      • Brand Recognition
      • Blended Results – your content on other sites gets ranked, other content types appear in Search Engine Results
    • You must be willing and able to engage
    • Requires constant attention and interaction
    • Honest/Authentic message
    • Conversation not Conversion
    • Interacting not Advertising
  •  
      • Useful Research Sites and Tools
      • WhosTalkin.com
      • SocialMention.com
      • Technorati.com
      • blogsearch.google.com
      • BlogPulse.com
      • Keotag.com
      • BoardTracker.com
      • BoardReader.com
      • search.Twitter.com
      • Monitter.com
    • setup RSS feeds
    • setup Google alerts http://www.google.com/alerts
    • No more Google Realtime Results… for now.
      • Find Your Market
      • Find Your Voice
      • Define Goals
      • Find Your Market What are they saying about:
        • Your brand
        • Products/Services in general
        • The industry
        • Your competition
        • Their problems, complaints
        • Their hopes, dreams, what makes them happy
      • Find Your Voice
      • Define Goals
      • Find Your Market
      • Find Your Voice
        • Humor
        • Controversy
        • Information
        • Educational
      • Define Goals
      • Find Your Market
      • Find Your Voice
      • Define Goals
        • Improve reputation
        • Increase sales
        • Increase visits/traffic
        • Increase leads
        • Generate awareness
        • Build relationships
        • Build trust
        • Focus groups
        • Combat negative comments
        • Customer service
    • Focus on goals
    • Who and How Often: Schedule
    • Join Conversation First, Then Convert Them
      • Who?
        • One or more people?
        • Who will it come from?
        • Who will be the admin?
        • Use internal resources
      • How often?
        • Set a schedule and stick to it
        • What is natural?
        • 93% of marketers use social media, 58% 6 hours or more
        • Twitter
          • twuffer.com
          • HootSuite.com
        • Facebook
          • Socialoomph.com
          • sendible.com
      • Features
        • Know the basic commands (hashtag, retweet, like, etc.)
        • Create custom apps
        • Hide time wasting apps
      • Know how to login, post updates, act as PAGE
      • Best Practices
        • Don't spam
        • Create social media policy (rules and ethics)
        • Don't retweet too much
        • Remember to use keywords
        • Create content that is useful
        • Share useful links
        • Establish a relationship, don't just give the sales pitch
  •  
    • Social Media Sites
      • Facebook
      • Twitter
      • LinkedIn
      • Flickr
      • YouTube
      • StumbleUpon
      • Delicious
      • Yahoo! Answers
      • Digg
      • Niche Sites
      • Start your own social network – Ning.com
      • knowem.com or namechk.com
      • Create keyword rich and interesting profiles so you appear in more searches
      • Use your brand and/or keywords as your username
      • Create custom backgrounds and avatars
      • Setup tracking on all accounts, where possible, and track initiatives
      • HootSuite
      • TweetDeck
      • Phone Apps
        • TweetDeck
        • Foursquare
        • QR Code Scanners
        • Network Specific (Facebook, Twitter, LinkedIn)
      • cotweet.com
    • General Tips
      • Share with existing friends
      • Reciprocal befriending
      • Send email invite
      • Be interesting
      • Deliver value
      • Follow industry leaders
      • Link to your profiles
      • Add “Like” button http://developers.facebook.com
      • Product announcements
      • Sell – share coupon codes/links
      • Talk around the brand
      • Cutting edge news
      • Contests – RT for a chance to win
      • Customer service
      • Listen and respond
      • Industry specific humor
      • Periodic tips
      • Seasonal tips/info
    • Setup RSS feeds to show mentions of brand
    • Setup Google Alerts
    • Most social media sites have a metrics tool
    • bit.ly
    • Google Analytics
    • Don’t focus on proving direct ROI
    • Benefits are often secondary or tertiary
    • Focus on interaction, value of content, not numbers
    • Focus on Branding
    • Measure actions, not just size of network
    • Track your time/costs
      • Baseline Data
        • How many fans, followers, bookmarks, etc.
        • Search Engine rankings
        • Referrers
        • Number of meaningful comments/interactions
        • Subscribers & Interactions
      • Interaction – are users engaging in a conversation?
        • Twitter: retweets, answering questions, driving traffic to site, increasing followers?
        • Facebook: likes, comments, wall posts, mentions?
        • YouTube: views, comments, embeds?
      • Conversions – are your sales, leads, etc. increasing?
      • Rankings – increasing, adding to the long tail?
      • Retention rates, Repeat business
  •  
    • Create a presence
      • Personal Profile
        • No Commercial Activity
      • Facebook Group
        • For a quick discussion, or attracting quick attention
        • Main benefit: you can direct message your members
        • Not indexed by search engines
      • Facebook Page
        • For long term relationships
        • Multiple admins allowed
        • Indexed by search engines
        • http://www.facebook.com/pages/create.php
      • Add Applications: Facebook.com/apps
      • Vanity URL: Facebook.com/username (need 25 likes)
      • Export updates to Twitter: Facebook.com/twitter
      • Import Blog: Social RSS
      • Be searchable – consider setting profile to public
      • Control who sees what with Friend Groups and Custom Privacy Settings Account > Edit Friends > Create a List Account > Privacy Settings > Customize Settings
      • Connect with industry leaders/influencers
      • Join groups in your market/network
      • Follow limits - 5000 friends, unlimited fans
    • Link/Logo on site
    • Link/Logo in email signature, print materials
    • Send Email Request
    • Act as page, interact on other pages
    • “ Like” other pages/content, as company
    • How to leverage Facebook:
    • Brand awareness
    • Lead generation
    • Introduce a product or campaign
    • Improve reputation
    • Collect data/content
    • Keep an ongoing dialogue
    • How to do it, and Drive more traffic:
    • Run promotions
    • Create polls
    • Extend the page with custom applications http://developers.facebook.com/
    • If a user interacts with your page, it shows up on their “wall” = free advertising
    • Allow fans to upload photos
    • Create events that users can RSVP to
    • Best times for business use: Tuesday & Wednesday (yours may vary)
    • Choose username
    • Create an avatar
    • Custom background
    • Use keywords in your description so other users can find / follow you
    • Add Twitter searches to your RSS Feed Monitor your reputation, keywords, industry
      • Go to search.twitter.com
      • Type in a keyword
      • Upper right corner -click “Feed for this query”
      • Add to iGoogle Homepage, Google Reader or other RSS Feed Reader (in your browser settings)
      • Use various tools to find Twitter users to follow
        • twellow.com
        • Twitter search “Who to Follow”
      • Follow well known Twitter users
      • Twitter lists
      • Follow people that engage and influence
      • Who do the industry leaders follow or RT or mention frequently?
      • Block “Adult” accounts that follow you – they can damage credibility
      • Follow back those that follow you
      • Don’t auto follow everyone back
      • If you follow too many people, it can be too noisy
      • Follow who your network is following
      • Find local users: Cincinnati Twitter List/Database
      • Twitter Commands
        • #hashtags
        • @replies
        • RT’s (Retweets)
      • Use your account
        • Who’s retweeting your content?
        • Who’s mentioned you?
      • Trending topics – what’s hot?
      • Add Retweet Button to your blog / other content http://tweetmeme.com/about/retweet_button
      • Leave space at end for retweets
      • Hashtags
        • #Followfriday
        • Virtually attend an event
        • Use of hashtags makes you look like a fluent tweeter
      • Block spammers, or report to @spam on Twitter
      • Retweet feature shows you who Retweeted
    • Product testing
    • Create an online persona
    • Be entertaining
    • Respond within 24 hours
    • Post links to your content
    • People love lists
    • Use trending keywords
    • Contests, prizes are often shared
    • Allow users to share
    • Launch a help center
    • Add Company Profile: linkedin.com/companies
    • Get recommendations
    • Customize your links to draw interest
    • Can share updates on Twitter and vice versa
    • Custom URL
    • Add applications
    • Import contact list
    • Send invites
    • Connect to everyone you know
    • Business cards at networking events? Look them up or invite!
    • Follow up with custom request
    • Join groups and connect
    • Join Q&A
    • Email blast
    • Career/job postings
    • Start discussions
    • Status updates show in email messages
    • events.linkedin.com
    • Join groups and contribute to Q&A
      • Create Company Channel
      • How to Rank Higher:
        • Likes
        • Views
        • Keyword relevance
      • Choose a good thumbnail
      • Use Tags
    • Network within YouTube
    • Embed on Facebook
    • Add Annotations
      • Gain Subscribers
      • Link to other content
    • Add link to email signature, print, site, etc.
    • Embed video in Email signature
    • Embed video on site
    • Not for Advertisements. Don’t post commercials, unless viral
    • Google uses voice recognition technology so make sure it’s clear
    • Create relevant, unique, informative content
    • Less than 5 minutes is generally a good rule
    • Link to video from your site with keywords in the link text.
    • Surrounding HTML should be descriptive and keyword rich.
    • Keyword rich descriptions in video title, in the tags in YouTube, etc.
    • Use the word “video” as a keyword in these tags as well.
    • Brand your video.
    • Enable sharing and allow people to embed your video on their sites
      • Tag everything with your keywords and web site
      • Use your web site as your Flickr screen name
      • Create Galleries
      • Join groups & post photos http://www.flickr.com/groups/
      • Comment on other photos & link back to your site where relevant
      • GeoTag Content http://www.flickr.com/places/
      • Embed Flickr stream on your site
      • Post your photos & use Creative Commons licensing
        • Allows others to use as long as they give you credit
        • Credit = link to your Flickr account
        • Post links to your site in your tags on your photos
      • Look for photos in Flickr that you can use on your own site
        • Embed in your blog post, article, or other content
        • Let the photographer know you used their photo
        • Add comment on their photo with link to your article, blog, etc.
        • Photographer may even brag about it and link to you!
        • Try to engage the user who posted the photo as well
      • On Site
        • Social bookmarking
        • ShareThis
      • Off Site
        • Business Cards
        • Radio, TV, Traditional
        • Events
        • QR Codes
    • Don’t Spam
    • Be Respectful & Friendly
    • It’s OK to be a “Real” Person
    • Provide Quality Content – The purpose of these sites is to share relevant content.
    • You’re there to establish a relationship, not just to make a sales pitch.
    • Social Media Policy – many companies are implementing these now.
    • Use your “What if my mother saw this?” filter
    • Class 4: Advanced Digital Strategies, Metrics Analysis, and Open Q&A
    • Bring Your Questions!
    • [email_address]